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Leo Kivijarv

Member since August 2004

Custom media research and consulting firm covering all media. Well known for the collaboration with Veronis Suhler Stevenson on their annual Communications Industry Forecast & Report

Articles by Leo All articles by Leo

  • Time Spent With Advertising Daily in Research Intelligencer on 04/02/2018

    Recently, "Research Intelligencer" approached PQ Media with the following question: How much of total consumer media usage is spent solely with advertising? This is a very complex question because often when advertising is the media content, people are not consciously interacting with the message as they would with entertainment and information content. For example, a viewer will focus on the plot of a favorite TV show, but once there is a commercial break, he or she might use a DVR to skip the ads, leave the room or start texting while the ad runs. Similarly, as this person reads the print edition of a newspaper, he or she concentrates on the article, although the peripheral vision notices the ad next to the article, but not necessarily the product being advertised. Thus, the term "exposure" becomes more relevant than "usage" in determining the time spent by consumers with advertising.

Comments by Leo All comments by Leo

  • Why Martech Is Overtaking Ad Tech by Joe Mandese (RTBlog on 05/06/2019)

    Totally agree with Brian that marketing tech is growing, as PQ Media demostrated earlier this year when it released its Smart Technology Marketing Forecast.

  • Study: TV Marketers Have Receptive Audience In 50+ Demo by Wayne Friedman (Television News Daily on 04/23/2019)

    This research is not new. PQ Media prepared similar data for a major media conglemerate in 2015 when it was promoting Alpha Boomers to brands and agencies.

  • Nielsen Rejects Citizenship Question Before Supreme Court by Wayne Friedman (Television News Daily on 04/22/2019)

    I totally agree with you Tony, but this should be an all out effort by the media, entertainment & information ndustry that includes the trade associations for each platform (ex., TVB, VAB, IAB, RAB, MPA, OAAA, CAC, WOMMA, DMA, CMI, ERMA, MPAA, RIAA, AAP, SIIA, etc.). The largest media conglomerates and marketing agencies aslo have the lobbyist who can craft a freinds brief.   

  • Why The Wine Industry Should Target Hispanic Millennials by Parker Morse (Marketing Insider on 03/01/2019)

    Statistica doesn't do any original research so please don't quote them again in the future. The 949 million gallons and $62.2 billion in sales come from different sources. The 949 million gallons comes from the Wine Institute based on research from BW166 and Gomberg, Fredrikson & Associates estimates. The $62.2 billion in sales probably comes from Wine & Vine Magazine, who also source use BW166.

  • Pay TV Services: Cord-Cutting Data Isn't Cutting It by Wayne Friedman (TV Watch on 02/26/2019)

    The early adopters of cord-cutting have cut the cord, so the question becomes who will join the revolution and the answer is not as many as some have predicted. It's all about value and the cord cutters are finding that subscribing to multiple streaming services becomes almost as expensive as basic service through a Pay TV provider. If the Pay TV providers ever go to an alacart model, the streaming services might se a drop in subscribers (bundling always is a better value than multiple individual purchases) As to time spent with Pay TV, it is incoorect that usage is decelerating. It's actually acclerating when you combine all the screens in which cable programs can be viewed. If limited to linear TV, there has been a decline, but not as significant as some would think according to the PQ Media Consumer Media Usage & Exposure Forecast Series, in that older audiences have always made up the lion's share of viewers and they aren't cutting the cord  that much.

  • AI A Strong Partner by Jack Loechner (Research Brief on 12/04/2018)

    Statista should not have been quoted in this article. It does no original research, but posts data onto its frre website without giving attribution to the rightful owner, which is copyright infringement. You can only learn the name of the original research company by subscribing to its service. The actual source for this data is Salesforce (see Avoid using Statista as a source in the future.

  • Pokemon Go's Big Success Speaks To Staying Power Of Mobile Apps by Gavin O'Malley (Mobile Insider on 11/08/2018)

    What's not stated iin the article is that the revenues generated in September and October are the highest in a year, so what's new? If you do YTD and compare with 2016, it would significnatly lower. In doing research on this subject for the upcoming PQ Media Global Consumer Spending on Media & Technology Forecast 2018-22, where we discovered P-G was still very popular in the Asian region, popularity has waned in most other countries.  Anidotally, I am having a hard time understaning how the US market was so high (possibly volume - high number of videogame players in general compared with other markets). I'm also an adjunct professor and ironically did my videogame lecture on Tuesday night in which I have a P-G slide relating to augmented reality. In taking a poll of the students, none were playing P-G in 2018, compared with half the class in 2016, and I got almost similar results the last two semesters I taught this class.

  • Political Ad Campaigns Reap Billions For TV by Wayne Friedman (TV Watch on 11/06/2018)

    According to PQ Media, total political media buying (all advertising & marketing platforms) will reach $6.75 billion in 2018, as we reported earlier this year on the Radio Advertising Bureau website, with TV getting about $3.1 billion, while digital media will reach about $340 million. Among the fastest growing media platforms when compared with the 2014 are mobile media, public relations & word of mouth, promotional products, event marketing, marketing research. Meanwhile, radio, out of home and direct mail normally see an uptick in their share of overall spending when compared with presidental elections because they are so locally focused.   

  • Millennials Consumed By Media, But Boomers Even More by Wayne Friedman (TV Watch on 08/02/2018)

    Wayne, I agree with Ed that the 11-to-12 hour benchmarks that are often cited for media usage are inflated - much of that research is based solely on people actually using the medium. Whereast, the apples-to-apples approach is to examine the entire population, including those who use and do not use a specific medium (ex. videogame players (70% of the nation) + non, videogame players (30% of the nation = 0)). This is the approach PQ Media executives have been using for almost three decades and which was confirmed in the mid-2000s by the groundbreaking research on media multitaking by Mike Bloxham (periodic contributor to MediaPost) and his team in the Media Department at Ball State University. At the time, the average media usage was approximately nine hours per day according to PQ Media (up from eight hours in 1975 versus the 10 hours we estimate for 2018). So, Ed there is some truth to your argument about the attentiveness issue when you factor in the media multitasking, which Ball State estimated would cut out about two hours at the time (closer to 2 1/2 hours today with the advent of smartphones). I agree with Ed that historical data shows that younger demos have always used media less than older demos, even when there were fewer options, as the younger demos day has always included: taking classes, doing after school activities, working part-time jobs that don't provide access to media, like fast food and retail employment, being more social on weekends with friends (not ncluding going to the movies with is media usage), and being sent to bed earlier on school nights.

  • Time Spent With Advertising Daily by Leo Kivijarv (Research Intelligencer on 04/02/2018)

    Ed, you make a good point about the differences between engagement and exposure to ads, knowing full well that people don't really engage with any advertisement unless they are in the market for a product, for example examining every auto marketing message when purchasing  a new vehicle; or the content is riveting, like those that debut during  Super Bowls. The analysis PQ Media (PQM) prepared for ResearchIntelligencer was based on data from PQM's 5th edition of the Global Consumer Media Usage & Exposure Forecast Series, and was specific to advertising (and marketing) that one comes in contact with on a daily basis, per our knowledge of media consumption from publishing data on the subject for almost 25 years.

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